Management fundamentals: networking

/ 01 November 2009

How to network
Making the most of every networking opportunity is a great way to develop your career and create a rich view of future contacts, but there is a real skill to networking, both at live events and in online communities, says Scott Beagrie

The knack of building a powerful personal network of contacts is a quality as important as the ability to influence, a mastery of effective performance management and motivational prowess. Drawing on their insight, ideas and support can help you achieve career success as well as business goals, yet many managers neglect to build networks because they don’t have the time or feel they are not very good at it. These managers are running the very real risk of stagnating in their current roles if they don’t embrace networking. In uncertain times, when we’re concerned about job security, plugging into personal and professional networks is essential. As well as conventional business socialising, the rise in online professional social media such as LinkedIn, Ning and Ecademy has taken networking to a whole new level. While it shouldn’t be considered a replacement for face-to-face networking, it can boost your profile, especially as these sites transcend geographical boundaries. Remember though that your network is a community and should be viewed as a two-way street. It’s not just about extracting maximum value from those within it but supporting and helping others when they need it.

1 Have a strategic intent
With so many potential opportunities for networking it can be difficult to know where to begin. Keep in mind that networking builds its own momentum and, if you’re doing it properly, one connection will lead to another. Effective networking is all about being proactive and identifying where valuable connections can be made. So whether it’s a reception connected with work, an alumni gathering or a charity fundraiser, be alert to opportunities. While you don’t want to miss a chance to meet a future contact, with time at a premium, it is vital that you are discerning about which events and occasions will bring the best return. Aim to attend a fixed number of events each week or month and concentrate your efforts on those. Glenda Stone, CEO of online recruitment company, Aurora, says: ‘Effective networking is about quality more than quantity. It is not how many business cards you collect which is important, but the depth and value of the relationships you develop that is key.’

2 Develop strong peer relationships
Successful networking requires that you not only venture out and talk to individuals who matter but also make an impression on them. Think about how you want to introduce yourself and your reasons for wanting to hook up with them. Remember the focus of the conversation should be on them, so ask them about their work, their interests and the major challenges they face – and listen properly. People love to talk about themselves and the more you discover, the greater the chance you have of establishing a strong rapport and extracting useful information from them. Stone reckons locating the right people and successfully connecting with them is fundamental. ‘Figure common ground and interests, then realise a mutually beneficial way forward,’ she says. ‘If you have a stronger foundation and people like you then they are more inclined to do business with you, tell you about relevant jobs, refer you and help you in return.’

3 Learn from role models
Clearly, people who are naturally sociable and gregarious will find networking much easier than those who don’t fit the description above  who will need to overcome their discomfort or lack of confidence. Observing others in action can be a shortcut to improving your own performance. Look out for those individuals who engage easily with others and for whom networking appears second nature. ‘Watch people who are effective networkers: how do they crack into a closed circle; what key lines and phrases might they use; what non-verbal techniques do they employ; how would you describe them?’ says Stone. ‘Analyse the behaviours of both successful and unsuccessful networkers and you will soon build up a list of very practical and tangible dos and don’ts of networking.’

4 Connect online
Without doubt, online social media extends the power and reach of everyone’s network and networking abilities. Professional networking sites, such as LinkedIn, Ecademy and Xing also provide a useful way to manage and organise your connections. Special interest groups and face-to-face events linked to these networks also allow you to extend your reach. Like all networking, it’s a reciprocal activity, so be prepared to help others when you can with information, support or advice. Your online profile is a symbol of your brand so you must keep it up-to-date. Schedule time each week or every few days to look at potential new contacts and invite these people to join your network.‘Online networking can be useful and important if done well and in a targeted manner,’ explains Stone. But she warns ‘virtual networking can have its limitations because the volume of unwanted or irrelevant contact can also be higher.’

5 Make further contact
If you can, it’s best to follow up immediately and ideally you should have agreed the method by which you would be next in touch prior to leaving the event. Determine whether a follow up meeting has mutual appeal and arrange a reunion at an informal setting like a coffee shop. If you missed out on an introduction to a key contact send them an email so at least you’ve initiated communication. Finally, if you don’t initially reap any reward from your efforts don’t give up, networking is an ongoing process and there are plenty more people out there so there’s every chance you might succeed next time.